Sales of local beer have increased by almost 100 per cent year-on-year, as more people choose to enjoy local produce

CUSTOMERS' enthusiasm for all things local seems set to grow unabated. Like other supermarkets Waitrose has picked up on customer demand, stocking regional ales and lagers in all branches. Sales of local beer have increased by almost 100 per cent year-on-year, as more people choose to enjoy local produce.

Waitrose in Harpenden makes use of three local breweries in the county, stocking wonderfully named examples such as Ridley's old Bob, Black Adder, Suffolk Pride, Atom Splitter and Parkers Porter. Beer expert and author, Jonathan Goodall, says: 'The craftsmanship of local beers is such that a high-quality pint is as interesting and individual as a glass of fine wine. People like regionality, diversity and authenticity in what they eat and drink.'

The growth of locally brewed drinks is not limited to beer with sales of local cider showing considerable growth of up to 150 per cent. Waitrose beer and cider buyer Steve Wallis says: 'The significant increase in sales of local beverages is testament to customers becoming progressively more and more demanding with their palates. To fulfil this need we offer a broad range of authentic brews in all our branches to satisfy every taste on every occasion.'